Remaining true to its purpose, no moment was spared at the Itra African African Trade Fair — with conversations, masterclasses, presentations, networking sessions, and performances from Africa’s finest taking place each day. Coupled with the awe-inspiring presence of dignitaries, public figures, digital tastemakers, and entrepreneurs who were there to share their expertise, the weeklong events at the Intra African Trade Fair achieved their aim, and that is to provide a platform and space for entrepreneurs to forge relationships and make life changing connections and deals.
As the week panned out, Minnie Dlamini, former Miss Universe, Zozibini Tunzi, and IK Osakioduwa helmed each day’s events as hosts. Daily highlights included industry expert panel discussions that covered crucial topics within the creative economy such as The Importance of Festivals in the Creative Industry of Africa, Beyond Nollywood, Monetising Social and Digital Content, Access to Finance, and Afrobeats- What’s Next for African Music? The iconic Ladysmith Black Mambazo, Busiswa, Mo Magic, and Ami Faku provided entertainment for attendees in between sessions.
On day six of the IATF, and after a gripping panel discussion about globalising the African fashion industry, with a special focus on challenges and opportunities, fashion designers from all over the continent took centre stage and showcased their latest collections. Familiar brands amongst the showcasers included Odio Mimonet, Anissa Aida, Maison d’Afie, and Loin Cloth & Ashes. The day closed off on a high with a much-anticipated concert. Performances by Mr Eazi, Dajla, Gordon Williams, Sauti Sol, Salatiel, and Oskido featuring Candy had the crowd moving to the beats and singing along.
5 Best Bronzers for Dark and Deep Skin Tones
Sponsor a Crafter at CANEX
As an official partner, AMAKA will be onboarding new crafters and designers from IATF onto The Marketplace to continue spotlighting emerging and innovative Pan-African talent while connecting you with the best that Africa has to offer. For this, we’ve handpicked these five brands:
Hailing from Malawi, CEO and Founder of eponymous fashion label, Lilly Alfonso, is a force to be reckoned with. She describes her designs as ethnic style with Western inspiration. Speaking about her purpose and the way forward for African fashion on one of the panels, she said, “What is it that we’re missing as Africans and are not getting right? I came up with a plan to inspire, motivate, educate, and support, and to trust my skills with the next generation. Children are future leaders, and if we’re not paying attention to them, we’re going to kill our freedom.” Her words were followed by applause, the message clearly resonating with the audience.
Celebrating cultural heritage with her SS22 collection, South African award-winning fashion entrepreneur, Sandi Mazibuko, is the founder of House of Fabrosanz. With the My Altitude collection, the brand boasts the country’s diverse culture using prints inspired by the Bapedi, Tsonga, and Venda tribes. Public figures such as Zulaikha Patel, former Miss Universe Zozibini Tunzi and renowned DJ and businesswoman, DJ Zinhle have been often spotted draped in House of Fabrosanz for appearances.
Founded by jewellery designer Nonfumdo Dlamini in 2014, Isimodeni means modern in isiZulu. Dlamini describes her designs as a mixture of commercial and traditional styles, with inspiration drawn from traditional beaded jewellery. The frame of the designs is made from sterling silver, and on offer are earrings, bracelets, necklaces, and rings. Everything is handmade, and custom pieces are available upon request. “I think the Intra African Trade Fair was awesome, we were able to meet different people from different parts of the continent and it was quite a unique experience,” the Durban based entrepreneur tells AMAKA.
Minimalistic, unisex, durable and aesthetically pleasing, those are just some of the words one can use to describe the environmentally friendly bamboo timepieces founded by Sinekhaya Manciya. A social worker by day, Manciya considers himself a game changer, leader and influencer who draws inspiration from big names that share a similar background. Sharing his views about the IATF with AMAKA, the Johannesburg based designer had this to say, “The Intra African Trade Fair gave us the platform that introduced us to the right market, the right people for the brand. Getting to interact with these people and hear about their views of the brand — that was great for me.”
Ifele means leather in isiXhosa, and the founder, Reggie Xaba, explains the designs as a reinterpretation of izimbadada, which are traditional Zulu sandals made of recycled tyre tread. “The ethos behind the designs and price range is that they are a people’s shoe. It would be very easy for me being in the industry to change the packaging and the story, and increase the price, but I won’t achieve what I’m trying to. People must want to wear it; anybody who wants to wear it must be able to.” The range comes in an array of designs with offerings for both men and women.
At the close of IATF, $36 billion worth of trade deals for the creative and automotive industries were sealed. Following the occasion, Wamkele Mene, secretary general of the African Continental Free Trade Area (AfCFTA) Secretariat, had this to say, "We now have opportunities to reduce and eliminate barriers to trade and investment in the continent. There is a high level of political and legal commitment Africa has never seen." He encourages Africans to take up space and opportunities to make AfCFTA triumphant.